Are industry awards more about internal morale?
I think industry awards work at both an internal and an external level. Internally they validate team effort, creativity, originality, innovation; externally they validate a winning agency, an agency that can get results for its clients. So I think industry awards work at both levels, and obviously they take the form of creative awards and effectiveness awards, and the two are linked. A survey’s been done that shows that there’s a very strong correlation between award winning work and business effectiveness, so the two go hand in hand.
I mean I think if you look at some of our best awarded work over the years, work for Guinness or Sainsbury’s or The Economist, you see innovative creativity that’s been embraced by the target audience, as well as business success.
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